Evaluation Planning – 3.08 Evaluation Reporting and Utilization Plan
A reporting plan should be consistent with the stakeholder analysis done earlier. For each evaluation question, examine the key stakeholders and determine whether they would be interested in this question and its results. Similar to an evaluation plan, an evaluation report should also be concise and understandable, and illustrate a clear “throughline” that starts from the evaluation questions and continues through the measures, sample, design and analysis.
Most programs currently have basic reporting requirements both internally and externally. A good evaluation plan contains a clear plan for how the results of the evaluation will be reported and utilized. The working group could start the reporting plan section by listing the required reporting for the program, and then continue by asking:
- Have evaluation questions been answered or addressed? If so what form should “answers” take?
- Does the reporting section indicate all audiences the organization will be reporting to? (Include internal and external audiences.)
- Are both frequency and type of reporting identified? (Frequency: Monthly? Quarterly? End of fiscal year? Type: An evaluation summary? Informal ongoing reports to be generated and distributed at every staff meeting?)
Reporting needs are likely to change depending upon the program lifecycle. For instance, Phase I program reporting tends to be more internally focused and more private, whereas later phase reporting moves toward becoming more public. Also, earlier lifecycle phase reporting tends to be less formal while later lifecycle phase reporting tends to be more formal.
It is worth keeping in mind that good evaluation opens up lots of opportunities for communication. “Reporting” tends to sound and feel obligatory, but “communication” suggests inclusion and a positive constructive response to feedback. As Evaluation Champion you may want to encourage the working group to think about what their communication opportunities may be, beyond the mandated reporting. This positive perspective can help reinforce an understanding of the value of evaluation.
When writing the reporting plan section of the evaluation plan, be sure the plan addresses each of the evaluation questions, fits the purpose of the current evaluation, and clearly describes how the evaluation results will be utilized. It is also important to make sure that the plans for utilizing evaluation results are appropriate given the evaluation purpose (you may want to revisit/revise the evaluation purpose statement at this point) and that the plans for utilization are appropriate given the program’s current lifecycle phase.
Q&A
Q: What should I cover in the Reporting and Utilization section of my evaluation plan?
A first step for crafting this section of the plan is to refer back to the Evaluation Purpose Statement, which should have included a description of how the results of the evaluation will be used. This should help identify the key stakeholders (internal and/or external) who will be most interested in the evaluation results and putting them to use. Think through who those stakeholders are, which part(s) of the evaluation they each care about, and how best to communicate the results to them (format, and so on). This might entail a presentation, a meeting and roundtable discussion, participatory review and analysis, or other ways of engaging stakeholders. Then describe this communication plan in this section. There may also be other stakeholders who would benefit from seeing the evaluation results. Perhaps, for example, the Marketing Team would value seeing results about program outcomes, in addition to the funders who were your primary intended audience? It is also a very good practice to share results back with the individuals or groups who contributed to your evaluation by completing surveys, participating in interviews or focus groups, and so on.
Because each stakeholder or stakeholder group may be interested in different parts and/or may need a different type of report, be sure to reflect these specific needs in this section.
Q: Does “reporting” just mean writing a written report of evaluation results?
We hope not! The reporting stage is potentially an exciting time, when there is important and useful new information to be shared. Think of it as an opportunity to inform and engage a range of people associated with the program – including potential future participants or funders, who may not even know about the program yet. Sometimes a formal written report, including descriptions of the evaluation process and data used, is just what the stakeholder needs. For some stakeholders, other formats can also be very effective or possibly more effective. Consider video clips, colorful posters, a dynamic website, or other creative communication – as long as it will be seen as credible and useful to whichever stakeholder you are trying to reach. Keep in mind, even in these less formal formats, it can still be important to include some information about process and sources, as appropriate.
A great resource for smart and creative reporting strategies is Stephanie Evergreen’s blog on intentional data visualization, at http://stephanieevergreen.com/. Additional resources may be found on the American Evaluation Association website, http://www.eval.org/.